Examining the influence of omnichannel retail consumer experience on offline and online word of mouth dynamics

Purpose: Given the rapid growth of omnichannel retail, this study investigates how various dimensions of the omnichannel retail shape consumer experiences and drive word of mouth (WoM) behaviors. Method: This study employed a structural equation modeling (SEM) approach to examine the effects of omnichannel dimensions on consumer experience and WoM behaviors. The research collected data from a sample of 251 Brazilian participants using a structured questionnaire designed to measure key constructs, including interaction, integration, personalization, privacy, and types of WoM (traditional, digital, and social). All analyses were performed using R. Results: The findings reveal that interaction among channels exerts the strongest positive impact on the omnichannel retail consumer experience. Additionally, traditional offline WoM remains more influential than digital WoM in this context. Theoretical contributions: This research advances the marketing literature by providing a comprehensive understanding of consumer experience in omnichannel settings and its effects on diverse types of WoM. Managerial Implications: This study delivers valuable guidance for companies aiming to strengthen customer engagement and foster positive WoM across diverse channels. Originality: This study integrates and compares three distinct types of Word-of-Mouth (WoM), offering an innovative perspective on the impact of customer experience (CX) across these categories.